Seeing the difference in professional dressing area, his annual sales have broken 70 million

We are just doing something that others love, but they may have the ability, but they can't keep going. Starting from the small thing of dressing, we must help to improve the professional temperament of the Chinese.

We are just doing something that others love, but they may have the ability, but they can't keep going. Starting from the small thing of dressing, we must help to improve the professional temperament of the Chinese.

There is a young guy dressed in formal attire coming to you, and before he asks you questions, you say coldly: No! This kind of encounter, I don’t know if you have encountered it.

I really don't sell insurance.

Xiao Zhe

After I went to Hong Kong, I discovered that wearing a formal dress is a trend, a tradition, and a manifestation of professionalism. I am Xiao Zhe, a passionate tossing 85, an idealistic and reliable youth.

In May 2009, I spent half a month in Hong Kong to participate in the "Asian Outstanding Salesman" competition. During that time, every day passing through the Central, you can see the suits and attire, the peers of the same age walked through, regardless of their face value, each one looks particularly confident, full of strong professional temperament.

After half a month, I returned to Guangzhou and deeply felt the difference between the young people in the two places. If you see a young man in formal wear in Guangzhou, most of you will think that he is selling insurance, or a real estate agent, or else it may be selling Amway, and so on. But what about the actual situation? He may be an ordinary white-collar worker who has just stepped into the workplace. In fact, such awkward scenes are not only in Guangzhou, but also in most parts of the country. Why do the professionals in the two places have such a big difference in image temperament? This contrast has touched me a lot.

For the financial, real estate, lawyers and other industries, a decent dress is the standard for work. The professionalism of practitioners in these industries is gradually increasing, and clothing must naturally keep pace with the times! But for college graduates who are new to the workplace, it is not so easy to buy a decent and suitable dress. The main reason is that the price is too expensive. The price of a formal dress on the market needs at least 2,000 yuan. For fresh people who have just graduated from the workplace, the salary is only 3,000-5,000 yuan. As a result, more young people can only choose to go to a small tailor shop to purchase, the quality is not guaranteed, not to mention the fabric style.

In the entire market, the formal wear with a price range of 200-2000 yuan is actually a break. Since then, my heart has ignited the belief to change this situation.

In June 2009, I convened several classmates who had “selled” the business with me at the university, and together they made up 50,000 yuan to start a clothing business. With the resources of some of the basic suppliers we got in the freshman class service business at the university, we started.

In this way, we rented a shop of less than 10 square meters at Exit B of Guangzhou Sports West Road Subway Station.

So, the first step into the dream began. I invited a young sister to watch the store. Several of our "partners" go to work every day during the day and take turns to be on duty in the store after work. But the reality has given us a great deal. The sales for the month were not even payable for the rent (the rent was 3,500 yuan at the time).

After that failed experience, I was still unwilling, and I still stayed at the Sports West Subway Station. I kept watching the subway exits and the traffic of various shops. I found that the street in the E exit was full of people, and I went to see the scene three times. Finally, I found a shop that was about to be refurbished and prepared to renovate. The boss finally agreed that during the renovation of the store, we rented for three days at a rent of 1,300 yuan per day. I asked the supplier for a thousand trousers that night. Since I had no money at the time, I pledge my ID card and make a final stroke.

On the second day, we sold a three-day “T-Pants Festival” at the rented shop in Sports West. The mood was very embarrassing. In order to judge the price of the store, young people have sold more than 930 trousers in three days, with sales of more than 110,000. I believe that the beginning of many entrepreneurial projects is an instinctive impulse, but whether or not we can continue to do so is the beginning of the test.

On July 7, 2009, the professional door was formally established. We will work hard to create a clothing brand suitable for first-time professionals, and help to enhance the professional image of Chinese professionals. Several of us have resigned from the existing stable work, and the first show of the "professional door" began diagonally across the rented shop.

The rent of this store is 36,000 yuan, and in the second month we have achieved sales of more than 600,000 yuan. In other words, compared to the first store, the rent has increased by more than 10 times, and the sales have nearly doubled!

Three months later, we opened the second chain store in Beijing's most prosperous pedestrian street. From then on, the career door began a nearly horrific expansion. The professional door focuses on the professional dressing needs of young male white-collar workers in first- and second-tier cities in China, mainly to solve the problem that young people who are not employed soon can afford to buy high-quality formal wear in the case of limited economic strength. At the same time, based on the logic of the traditional clothing industry channel, with the concept of turnover as the king, we have achieved the ultra-high cost performance of products and meet the segmentation needs of users in vertical market.

At that time, our approach could be said to have torn the bottom line of the entire apparel industry. The price of ordinary clothing brands was basically maintained at 4.5-6 times, the price of mid-end brands was maintained at 8-12 times, and that of high-end brands was 20 times. Above, the price of the professional door is maintained at 2.5 times. The high cost performance is very attractive for young people entering the workplace.

At the same time, we remove the middlemen link and integrate upstream supply resources to effectively control quality, significantly reduce costs, and speed up response. Through the buyer + designer to ensure the quality of product design, the store manager orders the selection, to maintain the frequency of replenishment twice a week. The new products are available in the form of TestOrder, which is produced in small orders. According to the data feedback within one week, the company will adopt a quick return or price reduction promotion strategy. The sales rate in the quarter is high, and the annual total inventory turnover is far above the industry average.

In addition, the project will provide goods and manual management through the joint venture expansion model of the Chuangchuang Premium Products. The franchisees will provide the site rent, which is divided into nearly 42% according to the specific store conditions.

The quality control of the professional door is mainly reflected in the choice of cooperative suppliers, which are divided into three categories:

1. Raw yarn suppliers include: INVISTA, Korea HUVIS, Taiwan NAMLIONG, Shandong Lutai, etc.;

2. Weaving suppliers: Shandong Lutai, Youngor, Japan Toray, etc.;

3. Processing and garment suppliers: mainly in the Pearl River Delta region for the production of first-line brand OEMs at home and abroad.

Occupation has an existing team of nearly 200 people, including Zhong Shusen as the supply chain director, responsible for the integration of various raw material suppliers and processing; Du Yinghua as the director of e-commerce, Taobao University 37 MBA, immersed in e-commerce operations for many years.

It has been more than six years since its establishment. In the past six years, it has 22 directly operated stores and 3 affiliated stores nationwide. In 2015, it had sales of nearly 70 million, gross profit of 40 million and net profit of 5.5 million.

Among them, online sales were 15.28 million, customer unit price was 171, conversion rate was 10.17%; offline single-store area was less than 50 square meters, and sales were 5,188.4,400.

In the financing of Niutou.com, we first got the strong support of Bao Xiaofeng. Mr. Bao is the founder of the Red Circle and the innovative space partner of Hongtai Fund. He has successfully invested in Daxie and other companies. He believes that after six years of development, the professional door has formed a clothing brand. The current valuation is relatively large compared to the competing listed companies Haishu House, Youngor, and Shanshan. The valuation is relatively low. Nowadays, there is a great opportunity to start a business in the apparel industry. Focusing on the career of the vertical vertical men's formal wear field, the future may become the dark horse leading the apparel industry.

Through this financing, we will achieve the following goals:

1. In 2016, sales are expected to be 100 million, gross profit is 57 million, and net profit is 10 million.

2. In October 2016, the women's store opened.

3. In December 2017, the number of men's clothing stores nationwide reached 60+.

4. In August 2018, the provinces of East China, Central China and South China were covered.

5. In December 2018, the sales amounted to 260 million yuan and the profit reached 30 million.

We are going to do something that others love and can do but can't. Starting from the small thing of dressing, we must help to improve the professional temperament of the Chinese.

Editor in charge: Yang Jie 4